摘要
红色旅游是 20 世纪初开始在我国兴起的一种全新的主题旅游类型。由于其兼
具了传统的思想教育功能和促进经济发展的功能，因而受到了广泛的关注。红色旅
游的过程既能游玩和休闲放松，也可以学习和修身养性。由于国家的大力扶持，红
色旅游发展迅速，已经成为我国旅游产业的重要组成部分。如何吸引更多游客到红
色旅游景区参观游玩；如何运用红色旅游形式开展思想政治教育活动，让更多地人
体验到红色精神的深刻内涵；如何基于游客需求开发体验型旅游产品，不断发掘红
色资源的经济价值等等都是迫切需要解决的问题

我省的红色旅游资源十分丰富，但很多景区普遍处于粗放式发展阶段，红色旅
游资源体验型开发较为滞后。红色旅游过程中游客主要作为旁观者和受教育者的身
份单方面的接受景区的精神宣讲和按照既定的行程路线参观游览，无法亲身体验红
色景区的深刻内涵。红色旅游资源的经济、社会和文化价值没有得到充分挖掘和开
发，发展受到限制

XG 景区作为安徽省知名的红色旅游目的地。由于发展起步较迟，时间较短，像
省内其他红色景区一样，在景区公共服务质量、旅游体验项目设计、红色旅游产品
开发、游客关系管理、营销策略等方面存在着比较突出的问题，游客体验情况较差，
景区红色旅游体验管理亟需加强

本文以 XG 景区为例，结合顾客体验和顾客关系理论，通过文献研究和实地调
研等研究方法指出 XG 景区在顾客体验管理方面的现状和存在的问题，主要包括参
与型旅游项目较少、红色景区主题定位不明确、旅游附加产品开发欠缺、基础设施
条件落后、景区氛围庄重严肃、景区服务人员素质有待提高等六个方面问题，并从
思想观念、管理体制、人力资源和社区参与等四个方面深入剖析原因。结合前人在
顾客体验管理研究基础上，从游客需求出发，系统性地构建红色旅游的顾客体验改
进模型，并从景区管理、服务水平、产品开发、市场营销等四个层面提出针对性地
游客体验改进策略

本文研究结论为更好发挥红色旅游资源的思想政治教育功能探索路径，为红色
景区提高经济效益和科学管理提供参考依据

关键词：红色旅游；体验管理；改进策略XG 景区红色旅游体验管理改进策略研究
I
ABSTRACT
Red tourism was a new type of theme tourism which started in China at the
beginning of the twentieth Century. As a result of its traditional ideological education
function and the function of promoting economic development, it has received extensive
attention.The process of red tourism can play and relax, can learn and
self-cultivation.Due to the great support of the government, Red tourism is developing
rapidly, has become an important part of China&39;s tourism industry. How to attract more
tourists to visit red tourism spots; How to use the form of red tourism to carry out
ideological and political education activities, so that more people can experience the
profound connotation of the red spirit; How to develop experiential tourism products
based on the needs of tourists, and constantly explore the economic value of red
resources and so on, are urgent problems to be solved.
The red tourism resources in our province are very rich, but many scenic spots are
generally in the stage of extensive development. The experience development of red
tourism resources is lagging behind. In the process of red tourism, tourists, as spectators
and recipients of education, accept the propaganda of the scenic spots unilaterally and
visit them in accordance with the established itinerary. Can not personally experience the
profound meaning of red scenic spots. The economic, social and cultural values of red
tourism resources have not been fully excavated and developed, and their development
has been limited.
XG scenic spot is a famous red tourism destination in Anhui Province. The
development started late, time is short, like other province red tourism scenic spot, in the
area of public service quality, tourism experience in project design, the red tourism
product development, customer relationship management, marketing strategy and other
aspects there exist prominent problems. Tourist experience is poor, and red tourism
experience management needs to be strengthened.
This paper takes XG scenic area as an example, combined with the customer
experience and customer relationship theory, through literature research and field
investigation method and pointed out the status management of the scenic spot in the XG
customer experience and problems, including participatory tourism projects, less red
tourism theme positioning is not clear, the lack of additional tourism product
development, backward infrastructures, scenic atmosphere solemn, scenic area service
personnel quality should be improved in six aspects, and from the ideological concept,ABSTRACT
II
management system, human resources and community participation in four aspects of
in-depth analysis of the reasons. On the basis of customer experience management
research, starting from tourists&39; needs, we systematically construct the improved model of
red tourism customer experience, and from the scenic spots management, service level,
product development, marketing and other four levels, targeted tourists experience
improvement strategy.
The conclusion of this paper is to provide a reference for improving the economic
efficiency and scientific management of red scenic spots, so as to better explore the
ideological and political education function of red tourism resources.
Key words: Red tourism; Experience management; Improvement strategyXG 景区红色旅游体验管理改进策略研究目录
第一章 绪论....1
第一节 研究背景.........1
一、红色旅游的蓬勃发展..1
二、体验经济时代的游客体验......1
第二节 研究目的与意义.........2
第三节 相关研究现状......4
第四节 研究思路和方法.........5
一、研究思路..........5
二、研究方法..........6
第五节 研究内容.........7
第二章 理论基础........8
第一节 红色旅游相关理论.......8
一、红色旅游的定义..........8
二、红色旅游的功能..........9
三、红色旅游的发展现状10
四、红色旅游发展前景....11
第二节 顾客体验理论...........12
一、顾客体验的定义........12
二、顾客体验模型14
第三节 顾客关系理论...........16
一、顾客关系的概念........16
二、顾客关系管理（CRM）的概念.......17
第三章 XG 景区红色旅游市场分析...........19
第一节 XG 景区概况.....
。。。以上简介无排版格式，详细内容请下载查看